4A’S CREATIVE TECHNOLOGIES COMMITTEE

THE NEW AGENCY DNA

Creative technologies is a new focus area for the 4A’s bringing together technologists, creative and strategists working in advertising and marketing. The creative technologist role is increasingly recognized as distinct and important for creative and media agencies to create client solutions effectively in the increasingly technology-driven communications ecosystem.

Our goal is to begin a continuous industry dialogue through the 4A’s about the dimensions and facets of the impact of technology in the creative agency community.

We have created a committee dedicated to creative technologies to complement the other 4A’s committees dedicated to other aspects of agency practice such as new business, PR, Production and Media.

The 4A’s Creative Technologies committee is a member-directed body that will draft an agenda of projects for the benefit of the community and the industry.

The initial focus for the committee will look at the following activities:

Organize emerging technology demonstrations and showcases.

Review and report on changing agency practices with the integration of digital roles.

Provide experienced consulting on guidelines for talent development and training.

Participate in the industry-wide development of standards and regulations for the emerging social and mobile marketing ecosystem .

Develop strong ties to the entire in interactive, digital and product and service design communities.

Create a community of knowledge sharing with client-side marketing technologists.

Scott Prindle of Crispin Porter + Bogusky and Trevor O'Brien of Deutsch LA have volunteered to be our first co-chairs.